The Year in Fashion

This year 104 million shoppers started their fashion search on Lyst. We analysed the data; crunching the queries, page views and sales metrics across six million fashion products from over 12,000 online stores, alongside the global media coverage and social media mentions generated by the year’s biggest brands and trends. From streetwear to spider brooches, Timothée Chalamet to Tevas, here’s what was trending in 2019.

Movements

Sustainability: Searches including sustainability related keywords increased 75% year on year, with an average of 27,000 searches for sustainable fashion every month. Searches for specific sustainable materials rose; 102% for econyl, 52% for organic cotton, 130% for repreve and 42% for tencel. Sustainable denim and sneakers were the most wanted product categories. A number of brands launched meaningful sustainability initiatives this year, from paying closer attention to the materials used in their collections, to launching donation programmes and investing in re-commerce.

Inclusivity: 2019 saw a number of vocal callouts against the industry’s lack of diversity and representation. Shoppers searched for fashion reflecting the needs and tastes of diverse communities; searches for adaptive and modest fashion rose 80% and 90% respectively. There was a 52% increase in searches for the terms ‘genderless’ and ‘gender neutral’ with fashion. “Woke” consumers looked for designers and retailers that aligned with their values and in response, some of the world’s most powerful brands launched diversity campaigns and programmes to promote inclusivity, some hiring new teams to help them improve at board level.

Moods

Moments

  • January 24th

    Meme Couture

    Viktor & Rolf’s couture show featured rainbow-coloured tulle gowns adorned with slogans. In just a couple of hours, social mentions for the brand and its “meme couture gowns” grew by over 249%.

    Photo by Thierry Chesnot/Getty Images
  • February 19th

    Farewell to Karl

    Legendary couturier Karl Largerfeld died in Paris at the age of 85. He had been ill for several weeks and absent from two of Chanel’s haute couture shows the month before. Virginie Viard was announced as his successor at Chanel.

    Photo by Pascal Le Segretain/Getty Images
  • April 12th

    K-Pop Takes Over

    Girl-band Blackpink made K-Pop history when they performed on the main stage at Coachella. The video for their single “Kill This Love” broke YouTube records, becoming the fastest video to hit 100 million views; the biggest YouTube premiere of all time.

    Photo by Rich Fury/Getty Images for Coachella
  • May 1st

    Fashion Does Camp

    This year’s Met Gala theme, “Camp,” saw Katy Perry dressed as a chandelier then as a burger, and Billy Porter arrived, carried by six men, in a “Sun God” ensemble. Lady Gaga had four live outfit changes on the red carpet, one of which sparked a 112% rise in searches for designer Brandon Maxwell.

    Photo by Neilson Barnard/Getty Images
  • May 10th

    Rihanna Makes History

    After months of speculation, Rihanna officially announced the launch of Fenty, becoming the first woman to create an original brand at LVMH. In its first month of operation, the new luxury house generated more than 5,000 media articles from around the world and over 7 million social media impressions.

    Photo by Aurelien Meunier/Getty Images For Fenty
  • July

    Céline Slays Couture Week

    From a Chanel catsuit to Ksenia Schnaider’s asymmetrical jeans, an Off-White bodysuit, and a 3D Iris van Herpen gown, Céline Dion turned Paris into her own personal runway during Haute Couture Fashion Week. Her numerous couture looks sparked a 7,831% rise in social mentions over 4 days.

    Photo by Vittorio Zunino Celotto/Getty Images
  • August 2nd

    A Royal Force For Change

    Meghan Markle, the Duchess of Sussex, guest-edited the British Vogue September issue, entitled “Forces for Change.” Photographed by Peter Lindbergh, the cover featured 15 women chosen by Meghan for their “inspiring impact on modern life,” including Greta Thunberg, Adwoa Aboah, Jacinda Ardern, and Sinéad Burke.

    Photo by @SussexRoyal/Kensington Palace via Getty Images
  • August 24th

    A New Power Pact

    French President Emmanuel Macron and Kering CEO François-Henri Pinault debuted the Fashion Pact. Signed by a reported 32 companies and 150 brands — including Gucci, Chanel, Hermès, Stella McCartney, H&M and Nike — the Pact presented a set of shared objectives the fashion industry will be working toward to reduce its impact on the climate, biodiversity, and the oceans.

    Photo by Ole Jensen/Getty Images for Copenhagen Fashion Summit
  • September 20th

    A Savage Show

    The Savage x Fenty fashion show was streamed exclusively on Amazon Prime Video, featuring guest musical acts Halsey, Migos, A$AP Ferg and Fat Joe, as well as a diverse group of models including Alek Wek, Cara Delevingne, Joan Smalls, Laverne Cox, and Normani. Searches for Savage x Fenty lingerie spiked 43% in September.

    Photo by Craig Barritt/Getty Images
  • September 21st

    J-Lo Returns to the Jungle

    Jennifer Lopez walked the Versace runway during Milan Fashion Week in a new version of her iconic “Jungle” dress, which led to the creation of Google Images in 2001. Her appearance received $9.4 million worth of media mentions and online engagement.

    Photo by Vittorio Zunino Celotto/Getty Images
  • September 29th

    Cardi B Owns the FROW

    Cardi B stepped out at Paris Fashion Week dressed head-to-toe in florals by British designer Richard Quinn. Cardi’s ensemble contributed to a 17% rise in searches for the brand on Lyst in September. Later in the week she sat alongside Anna Wintour at Thom Browne, choosing a professional look by the designer. She attended Chanel in an ensemble from the fashion house that cost more than $30,000.

    Photo by Pascal Le Segretain/Getty Images
  • October 1st

    Gigi To the Rescue

    Creative Director Virginie Viard presented her first solo ready-to-wear collection for Chanel during Paris Fashion Week, which was gatecrashed by French YouTuber “Marie S’Infiltre” when she jumped on the runway, before being stopped by model Gigi Hadid. The stunt contributed to a 2,618% rise in social mentions for Chanel.

    Photo by Pascal Le Segretain/Getty Images
  • October 14th-18th

    Royal Fashion Diplomacy

    For the royal tour of Pakistan, William and Kate chose outfits by local designers and brands, referencing regional culture and history. After Kate wore a shalwar kameez on her arrival, searches for the item increased 170% the following week. Jenny Packham, Beulah London and Ghost, brands that were worn on the tour, collectively saw a 139% spike in searches week on week.

    Photo by Chris Jackson/Getty Images

Next Year in Fashion

  • Space-Age Style

    With four missions to Mars, testing of SpaceX’s reusable rocket and a new generation of human-crewed spacecraft all readying for lift-off in 2020, it’s about to get intergalactic. As seen on the S/S ’20 catwalks, we predict holographic fabrics, space-suit outerwear and otherworldly styling.

  • Japan Mania

    600,000 overseas spectators are expected to visit Tokyo for the 2020 Olympic and Paralympic games next Summer. With all eyes on Japan 2020, prepare to be inspired by bold Harajuku street style and cult Japanese contemporary labels like Sacai, Undercover, Visvim and Neighborhood. Searches for Japanese brands increased by 8% this year.

  • Big Bag Energy

    This year we reported that the average surface area of a handbag had shrunk by 40%, driven by the trend for mini bags. For 2020 we predict a return to the XL shoppers of the ‘00s, in particular new soft leather styles by the likes of Little Liffner and The Row.

  • Political Fashion

    2019 was a turbulent year for the fashion industry, reflective of the global political and cultural tensions affecting consumer mindsets worldwide. Democratic presidential candidate Tom Steyer’s ties have already got Americans tweeting and searching, and with the upcoming US elections we predict to see even more political fashion statements from politicians, brands and retailers in 2020.

  • 5 Brands to Watch

    Based on fast growing search terms over the last six months, we predict a big year for Rotate Birger Christensen (+27%) GCDS (+23%), ALYX (+36%), Marine Serre (+32%) and Cecilie Bahnsen (+38%).